A STUDY ON IMPACT OF MOBILE BANKING APPS’ USABILITY ON CUSTOMER PERCEPTION AND ADOPTION (WITH SPECIAL REFERENCE TO THOOTHUKUDI DISTRICT)

Abstract

This research investigates the impact of mobile banking app usability on customer perception and adoption in Thoothukudi district. As mobile banking continues to grow, its usability plays a significant role in shaping user satisfaction, trust, and the decision to adopt these services. The study identifies key usability factors such as ease of navigation, security, customer service, and the overall user experience. Data from 110 respondents reveals that demographic variables such as age, gender, and occupation influence perceptions and adoption rates. Additionally, barriers such as internet access, security concerns, and app comprehension were identified as major obstacles before adoption. Statistical tests, including ANOVA and Chi-Square, confirm that usability factors, while generally consistent across age and occupation groups, are influenced by certain demographic variables. The findings emphasize the importance of user-friendly design and robust security measures in encouraging wider adoption. This study provides valuable insights for financial institutions to enhance their mobile banking services, ultimately benefiting both users and the industry.